Essel Bath Fittings: A Journey Towards Direct Customer Engagement
Introduction
- Founded in 1998, Essel Bath Fittings has established itself as a leading player in the bath fittings industry. With a strong commitment to quality, innovation, and customer satisfaction, the company has experienced significant growth over the years.
Challenges
The company has worked with many channel partners, dealers, and distributors. They were also dependent on the dealers for the information they required for planning their sales cycle. Despite its success, ESSEL Bath faced several challenges in its operations. The main questions that floated in their conference rooms were:
- With a vast product portfolio, ESSEL Bath struggled to track the performance of individual SKUs and identify regional trends.
- The company lacked a clear understanding of customer preferences, hindering its ability to tailor product offerings and marketing strategies.
- The company heavily depended on dealers and distributors, making it difficult to gather accurate customer data and maintain direct communication.
Solution:
After breaking down the problems they started on the journey to figure out how they would implement a loyalty program and what the benefits of it would be after implementation:
- A centralized database to collect and store customer information directly.
- They established direct communication channels with customers through email, SMS, or social media to provide updates, promotions, and personalized offers.
- A tiered loyalty program with different levels of rewards based on customer spending and engagement.
- Segmentation of customers based on demographics, purchasing behavior, and preferences to tailor marketing efforts and product recommendations.
- They encouraged customers to refer friends by offering referral bonuses or discounts.
Results
- By implementing the loyalty program, Essel Bath achieved these results:
- Direct communication and personalized offers fostered stronger relationships with customers.
- Marketing and announcing the offers became very convenient and at a minimal cost.
- The rewards helped the customer to remain loyal to Essel Bath in the long run.
- By offering incentives and benefits, the company may have reduced the number of customers switching to competitors.